Challenged by the Catholic University of Louvain (UCL) for a Jupiler advertising campaign conducted in Louvain-la-Neuve just days before the 24-hour bike ride, AB Inbev says that it is also working to encourage responsible alcohol consumption. The company says that it is still willing to work with the UCL in this area. According to the brewing company, the calendars containing the coupons were distributed without consulting the student event calendar. “This calendar contains a voucher per month and is not intended to encourage irresponsible drinking. The French version of the calendar was distributed last week to three universities including UCL. The distribution date was arbitrarily set, regardless of events or activities that students could participate in during the same period. Like UCL and the non-profit Univers Santé, we are serious about promoting responsible drinking and recognize that better cooperation with UCL would have been appropriate, “commented Royce Cybelle Buyck, senior corporate affairs manager of AB Inbev.
The company also stated that it has many programs to encourage “responsible drinking”, and is always ready to collaborate with UCL.
On Tuesday, university officials denounced the Jupiler advertising campaign conducted on the Louvain-la-Neuve campus by AB Inbev. The campaign took place just days before the 24-hour bike ride, where several initiatives to limit excessive drinking are set to take place.
Andy Sanchez (Source: Belga)